When Temptation Hits You: The Influence of Weak Versus Strong Food Temptations

22 Pages Posted: 10 Oct 2005

See all articles by Kelly Geyskens

Kelly Geyskens

Catholic University of Leuven (KUL) - Department of Applied Economics

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Mario Pandelaere

Catholic University of Leuven (KUL) - School for Mass Communication Research

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Date Written: 2005

Abstract

In daily life, people are often exposed to food temptations, such as ads for chocolate or friends offering cookies. This article examines how consumers respond to such food temptations. We investigate whether food temptations, differing in strength (weak vs. strong), lead consumers to eat more or rather help them in exerting self-control. The results of three experiments suggest that weak food temptations activate food-related thoughts, and lead to overconsumption. Strong food temptations, on the other hand, inhibit this desire to eat, and help consumers to control their food-intake.

Suggested Citation

Geyskens, Kelly and Dewitte, Siegfried and Pandelaere, Mario and Warlop, Luk, When Temptation Hits You: The Influence of Weak Versus Strong Food Temptations (2005). Available at SSRN: https://ssrn.com/abstract=813724 or http://dx.doi.org/10.2139/ssrn.813724

Kelly Geyskens (Contact Author)

Catholic University of Leuven (KUL) - Department of Applied Economics ( email )

Leuven, B-3000
Belgium
+32 16 32 69 53 (Phone)
+32 16 32 67 32 (Fax)

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Mario Pandelaere

Catholic University of Leuven (KUL) - School for Mass Communication Research ( email )

Leuven, B-3000
Belgium

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

Register to save articles to
your library

Register

Paper statistics

Downloads
157
Abstract Views
1,350
rank
185,930
PlumX Metrics